Measuring Donor Loyalty
Loyalty runs deep, and metrics such as the Net Promoter Score can be too simplistic.
4. Recommendation is not the primary goal. In response to the criticism above, the NPS creators have suggested conducting a key driver analysis with NPS as the dependent variable to identify the organizational activities that impact it – i.e., to look at what drives the ratings obtained. We see no rationale for adopting such an approach because it isn’t recommendation per se that is of interest to most fundraisers. Are we really interested in spending time and effort isolating the factors that cause people to recommend us, or are we more interested in isolating the factors that drive up donor satisfaction with experience and lifetime value to the organization?
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